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Updated: Thursday 7 February 2013

BT reveals Logo for its sports channels

BT has today revealed its new BT Sport logo ahead of the company’s launch of sports channels.

The logo, which was developed by Red Bee Media, mixes the BT Connected World brand imagery with a new font developed specifically for the new brand.

Contained in a black lozenge shape, the left-hand corner features the traditional corporate BT font, with partial elements of the globe in red, yellow, lilac, purple and green.

The rest of the logo is the word sport in white lettering in a bespoke new font based on gotham. Unusually for a sport logo, the lettering features lower case instead of just upper case.

The new identity for the channels, which is also in development with Red Bee Media, will feature in all the company’s BT Sport marketing materials, on air and across social media.

“We are delighted with the logo Red Bee Media has produced for BT Sport,” said Grant Best, senior channel executive producer, BT Sport.

“We wanted to build on the familiarity of the BT brand, and also appeal to customers who have not considered BT before as a sports broadcaster.

“We have used the BT connected world globe, with a twist. The globe colour palette allows us flexibility to introduce elements of creativity throughout our new sports channels, giving us a unique look and feel.”

The company has also opened a pre-registration site for customers to register their interest in BT Sport at www.btsport.com

The channels, which will show 38 live games a season from the Barclays Premier League, up to 69 live rugby union games a season from the Aviva Premiership, and up to 800 hours of Women’s Tennis, will launch in the Summer.